Mattel Barbie Presentation
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Transcript of Mattel Barbie Presentation
Mattel Inc. With a Focus on the
Brand
By: Joey, Lindsay, Saffire, Tekle, Jonathan
Industry Background
Problem Statement
Relevance
Competition Versatility
Barbie Background Info & Communication Strategy
Advertising Objective: To revitalize the brand in order to drive future growth and increase profitability
Target Segment: 6-12 year old females all around the world for the dolls
Who are Barbie’s Main Competitors?
LEGO Background Info & Communication Strategy
Target Segment: Ages 4-16
Positioning: “The Power to Create”
Hasbro Background Info & Communication Strategy
Second largest toy company in the US, besides Mattel
Target: their products target boys and girls 12 and under
Positioning: An innovative toy company that cares for the needs of children and their parents in every way possible to create best play experiences
Consumer Behaviour Theories for Barbie
Freudian Theory
Id = immediate satisfaction
Ego = conscious control
Super ego = morals
Information Processing
Lack of personal relevance in Barbie brand leading to a lack in long term memory processing in children Barbie has tried unsuccessfully to solve problem through slight enhances in experiential marketing (website/app dress-up games, social media sights, new “relevant” slogan) Attention & Short-Term Memory Cues:
Pros: Barbie uses message characteristics in commercials such as bright colours & loud music
Cons: Commercials lack unexpectedness and differentiation from competitors (eg. same format as Hasbro and Lego)Low personal relevance due to slogan-product contradictions and lack of Barbie experience emphasis (brand is being cannibalized by American Girl)
Information Processing
Long-Term Memory Cues:Pros:
Barbie verges on ambush marketing, with social media & commercials, which in theory should help strengthen long-term memory connections
Cons:Barbie personality and identity constantly changes with new doll versions, creating inconsistencies and difficulties in children’s long-term memory connections
Motivation
Need for Barbie is an acquired need
Children motivate and influence parents by pressure
Attitudes
Positive Attitudes: Look at how much Barbie has accomplished! Negative Attitudes: Barbie projects a body image that intimidates young girls!
Decision Strategy
Multi-attribute model used because:
• Easy to compare various toy brands
• Compensatory evaluation necessary for this category
RecommendationExperiential Marketing
Apps with Storylines
Flagship Store
Social Media